Coronavirus marketing communications: How should you adapt?

Ten days intoour new coronavirus reality and it’s time to take stock of the marketing modus operandi. In this blog, A&E managing director Jill Willis answers the question: how should businesses adapt marketing communications during the crisis, connect with customers, and weather the storm?

Coronavirus marketing communications, how should you adapt?

Brewdog, the craft beer company, has turned to producing branded hand sanitiser in a bid to combat shortages across the country.

Cadbury has pulled its Easter ad campaign as its heart-warming granddaughter / grandfather egg hunt does not promote the right behaviour in a society in the grip of self-isolation.

Joe Wicks has stepped in as the nation’s P.E teacher.

Like them, to emerge stronger you’ll need to focus on the long term with brand building communication that’s appropriate within the current coronavirus climate.

Here are x3 key actions we recommend you take today:

Consider how you can demonstrate that your business truly understands the needs and preferences of customers, that you are on their side, and that you’re putting their needs before the bottom line. Demonstrate better intuition than your competitors and you’ll surely win in the long run.

Avoid short term activation (sales) strategies at all costs and steer away from any campaign that directly addresses the pandemic as this could damage brand image in the long run and mean you’re associated with the crisis for the wrong reasons.

Reconsider how you should post on social and which channels are right for your business now (this may be different from pre-coronavirus). You don’t want to sound tone deaf to the current situation nor do you want to ignore our new ways of living and working. Consider higher YouTube viewer rates, and more time connecting via social platforms for example.

The business that can resist the temptation of short-term campaigns, and truly connect with its customers, is more likely to weather the storm.